Strategi Bisnis Museum dan Galeri SBY - ANI dalamMeningkatkan Jumlah Pengunjung

Abstract

Dunia internasional semakin menekankan pentingnya pelestarian seni, sejarah, dan budaya melalui museum yang tidak hanya berfungsi sebagai ruang penyimpanan artefak, melainkan sebagai pusat edukasi dan penggerak ekonomi. Di Amerika Serikat, museum kepresidenan telah banyak dibuat untuk tujuan menginspirasi masyarakat di negaranya. Walaupun museum kepresidenan di Indonesia telah ada sejak 2014, museum ini tidak menceritakan secara detail tentang salah satu presiden di Indonesia. Dibangunnya Museum dan Galeri SBY – ANI menjadi yang pertama sebagai museum yang menceritakan perjalanan presiden dengan lebih detail serta dilengkapi dengan gedung galeri. Keberadaan Museum dan Galeri SBY – ANI diharapkan dapat mendorong PAD Kab. Pacitan. Oleh karena itu, perumusan strategi bisnis Museum dan Galeri SBY – ANI dalam meningkatkan jumlah pengunjung menjadi penting untuk dilakukan. Penelitian ini bertujuan untuk mengidentifikasi elemen Business Model Canvas dan perspektif emik Museum dan Galeri SBY – ANI, menganalisis kekuatan, kelemahan, peluang, dan ancaman yang dimiliki, serta merumuskan strategi prioritas beserta implikasi manajerial dalam upaya meningkatkan jumlah pengunjung. Pendekatan yang digunakan meliput Business Model Canvas, emik, Strengths, Weaknesses, Opportunities, and Threats (SWOT) dan Analytical Hierarchy Process (AHP). Jumlah pengunjung Museum dan Galeri SBY – ANI sempat mengalami lonjakan yang kemudian tren pengunjung museum mengalami penurunan. Rekonstruksi Business Model Canvas awal dengan emik memberikan tambahan elemen pada Customer segment, Key Activities, Key Partnerships, Revenue Stream dan Cost Structure. Analisis SWOT menunjukkan bahwa faktor eksternal sedikit lebih berpengaruh daripada faktor internal. Strategi prioritas berdasarkan AHP difokuskan pada integrasi museum dalam paket wisata daerah dan peningkatan infrastruktur. Dukungan aktor dari komunitas dan pemerintah daerah menjadi kunci, dengan tujuan memperkuat aset museum, menciptakan multiplier effect, dan menjadikannya destinasi edukatif menarik. Alternatif penyesuaian harga tiket dan penguatan promosi berbasis konten museum perlu diprioritaskan untuk meningkatkan jumlah pengunjung. Temuan penelitian ini memberikan rekomendasi implikasi manajerial bagi pemerintah pusat, pemerintah Provinsi Jawa Timur, Dinas Pariwisata Kebudayaan, Pemuda dan Olahraga Kab. Pacitan, Dinas Pendidikan Kabupaten Pacitan, dan pengelola Museum dan Galeri SBY – ANI dalam upaya meningkatkan jumlah pengunjung.

The international community increasingly emphasizes the importance of preserving art, history, and culture through museums, which not only function as spaces for storing artifacts but also serve as centers for education and economic drivers. In the United States, presidential museums have been established with the aim of inspiring the public in their country. Although presidential museums in Indonesia have existed since 2014, none have provided a detailed narrative about any president. The establishment of the SBY–ANI Museum and Gallery is the first to present a more detailed story of a president’s journey, complete with a gallery building. The existence of the SBY–ANI Museum and Gallery is expected to contribute to the local revenue of Pacitan Regency. Therefore, formulating a business strategy for the SBY–ANI Museum and Gallery to increase visitor numbers is essential. This study aims to identify the elements of the Business Model Canvas and the emic perspective of the SBY–ANI Museum and Gallery, analyze the strengths, weaknesses, opportunities, and threats it faces, and formulate priority strategies along with managerial implications to increase the number of visitors.The approach used includes the Business Model Canvas, emic perspective,Strengths, Weaknesses, Opportunities, and Threats (SWOT), and the Analytic Hierarchy Process (AHP). The number of visitors to the SBY-ANI Museum and Gallery experienced a surge, but the trend later declined. The reconstruction of the initial Business Model Canvas with an emic perspective added elements to the Customer Segment, Key Activities, Key Partnerships, Revenue Stream, and Cost Structure. SWOT analysis revealed that external factors had a slightly greater influence than internal factors.Priority strategies based on AHP focused on integrating the museum into local tourism packages and improving regional infrastructure. Support from local communities and government actors is key, with the goal of strengthening museum assets, creating a multiplier effect, and establishing the museum as an attractive educational destination. Adjusting ticket prices and enhancing content-based promotion of the museum should be prioritized to increase the number of visitors. The findings of this study provide managerial implications for the central government, the East Java Provincial Government, the Department of Tourism,Culture, Youth, and Sports of Pacitan Regency, the Department of Education of Pacitan Regency, and the management of the SBY–ANI Museum and Gallery in their efforts to increase the number of visitors.